{"id":82869,"date":"2024-11-19T16:44:15","date_gmt":"2024-11-19T16:44:15","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/conversion-rate\/"},"modified":"2026-10-24T23:08:58","modified_gmt":"2026-10-24T23:08:58","slug":"conversion-rate","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/conversion-rate\/","title":{"rendered":"Conversion Rate"},"content":{"rendered":"\n

The conversion rate (CR) is simply the percentage of users who have taken a specific action, whether that is a purchase, watching a video, completing a download, filling in a form, making a booking, etc.<\/p>\n\n

It is also known as the conversion ratio<\/strong> or conversion index<\/strong>. It is expressed as a percentage and answers a simple question: out of every 100 people who arrive, how many do what you expect?<\/p>\n\n

How do you calculate the conversion rate?<\/h2>\n\n

Calculating the conversion rate is not complicated at all: you simply divide the number of goals (the desired actions completed by users) by the number of unique users who, for example, visited the website or opened an email, if you are measuring an email marketing campaign<\/a>. Then you multiply that figure by 100 to get the conversion rate.<\/p>\n\n

The following formula gives you the conversion rate:<\/p>\n\n

(Conversions \/ Visits or users) x 100 = % conversion<\/p>\n\n

An example: an online store gets 4,000 visits in a month and receives 120 orders. (120 \/ 4,000) x 100 = 3%<\/strong> conversion rate.<\/p>\n\n

Always use the same base when comparing. If you divide by visits one month and by users the next, the figures can’t be compared.<\/p>\n\n

\"Infographic:<\/figure>\n\n
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Turn more visits into subscribers<\/strong><\/p>\n\n\n\n

Create subscription forms and measure which campaigns work best. Get started for free with Mailrelay.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

What is a good conversion rate?<\/h2>\n\n

It depends on the goal, the industry and where the traffic comes from. These figures serve as a reference:<\/p>\n\n

Where<\/th>Benchmark conversion rate<\/th>Source<\/th><\/tr><\/thead>
Online stores (global average)<\/td>1.4% of visits end in a purchase<\/td>Statista, Q1 2026<\/td><\/tr>
Online stores (over 400 brands)<\/td>2,66 %<\/td>Dynamic Yield<\/td><\/tr>
Desktop purchases<\/td>3,7 %<\/td>Contentsquare<\/td><\/tr>
Mobile purchases<\/td>2 %<\/td>Contentsquare<\/td><\/tr>
Landing pages (median)<\/td>6,6 %<\/td>Unbounce, 41,000 landing pages (2024)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Data compiled by Shopify<\/a> and MarketingProfs<\/a>, accessed in October 2026.<\/em><\/p>\n\n

The most useful thing is to compare yourself with yourself: measure your conversion rate every month and check whether your changes make it go up.<\/p>\n\n

Form conversion rate<\/h2>\n\n

It is the percentage of people who see a form and submit it. For example, if 2,000 people see your subscription form<\/a> and 80 subscribe, the conversion rate is 4%.<\/p>\n\n

To improve it:<\/p>\n\n